Australia Post turns shipping labels into national campaign for peak shopping season

Australia Post has rolled out a national outdoor campaign that puts one of the most familiar parts of its customer experience - the shipping label - front and centre during peak shopping season.

The campaign sees Australia Post’s iconic post labels plastered across large-scale outdoor ads for major Australian retailers including BCF, Country Road, Trenery and Blundstone, transforming everyday delivery labels into a highly visible proof point of the organisation’s scale and reach.

Running across Melbourne, Sydney and Brisbane, the outdoor takeovers are designed to reinforce Australia Post’s role behind the scenes of Australian e-commerce, highlighting the breadth of its delivery network across metropolitan, regional and remote postcodes.

The work was created by Thinkerbell, with media handled by Wavemaker and Rev 360.

Rather than promoting a specific product or service, the work positions Australia Post as a critical enabler of Australian retail, using real retailer partnerships to demonstrate how widely it delivers for businesses across the country.

Australia Post general manager, enterprise brand and retail marketing Aimee Dixon said the campaign was timed to coincide with the busiest shopping period of the year.

“During the busiest shopping period of the year, we wanted to give businesses and customers a fresh reminder that Australia Post is working behind the scenes to keep Australian e-commerce moving,” Dixon said. “Our labels are more than stickers, they’re a symbol of the scale, trust and reach we bring to deliveries across the country.”

The creative idea leans on the recognisability of the post label as a universal marker of delivery, using it as visual shorthand for the national logistics infrastructure that connects Australian businesses to customers.

Thinkerbell head tinker Regina Stroombergen said the concept was built on a simple but widely understood truth.

“This idea shows off the kind of measured magic we love,” Stroombergen said. “It’s grounded in a truth about Australia Post’s reach, but brought to life in a playful, memorable way.”

The campaign is live across high-traffic outdoor placements in major cities, targeting both consumers and business audiences at a time when delivery performance is under increased scrutiny.